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Use AIRA approach (Attention-Interest-Desire-Action)
The Situation
You represent a restaurant supply company that wants to sell a new product: a drink-making machine. The promotional email will be sent to dozens of restaurant operators who have bought equipment from you before. Some features of the machine: It automatically prepares complicated drinks with the push of a button. (You can decide if the machine makes milkshakes, coffee drinks, bubble tea, or something else.) It makes up to six drinks at once, faster than any human could. Users can customize the drink with a touchscreen. It can be installed for either customer or employee use. You can invent other features, but keep them realistic. The machine can't turn water into wine. You've tried the machine, and the drinks are tasty. The machine costs $10,000, which is expensive for equipment in this category. Your company also sells the flavours, mixes, and other ingredients that the machine uses. Please answer following: 1. What is the purpose of this message? 2. What is my main message, expressed in one sentence? 3. Who is the intended reader? 4. What do I know about the intended reader? What will they care about in this situation? 5. Who else might see the message? How might these secondary readers affect the message? 6. What is my job or role in this situation? How will the message affect me and my organization? 7. What is the scope of the message? 8. What would be the best tone for this message? 9. What questions might my reader have about the situation? 10. What opening statement will capture my reader's attention and ensure they keep reading? 11. What can I say that will hold my readers' interest and build their desire? 12. What might make my reader hesitate to say yes and how can I address their concerns? 13. What can I say to make my reader take action?
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